FedEx Orange Bowl

The Orange Bowl Committee each year hosts the nationally televised Orange Bowl football game on New Year’s Day. The Orange Bowl symbol “O.B.” was dated and was being used inconsistently in the many Orange Bowl activities. Analysis revealed that there existed no rules for consistently linking sponsors to Orange Bowl events, nor for preventing illegal third-party infringement of sponsors’ rights on myriad merchandise and promotions. The new Orange Bowl identity contemporizes the New Year football classic’ brand and promotional graphic standards impede its unauthorized or inappropriate use.

What I like about Mr. Leader as a designer is that he makes an emotional appeal to the viewer through the logo with immediate brand recognition. His designs suit the nature of the brand, whether it be simple and clean or more colorful and dynamic.